Finnair unveils new identity

Finnish airline Finnair has unveiled a new identity, developed by WPP consultancy Sek & Grey.

The rebrand is part of a wider programme of visual identity and service renewal, which will see the airline update its aircraft livery and cabin look as well as uniforms and service areas.

The total cost of this programme is €10m (£8.5m) and it will launch in January. Long-haul aircraft will use the identity from next year and it will be implemented across the fleet from 2013.

The new identity has been developed from the previous logo and maintains the blue and white colouring. The airline says the new look is ‘lighter’ and uses silver as well as white and blue.

Finnair president and chief executive Mika Vehviläinen says the airline’s aim is to become number one in the Nordic countries and among the top three in Asia traffic.

Vehviläinen says, ‘Finnair’s growth will come mainly from Europe-Asia traffic. We have studied our level of recognition in the Asian market. Success in this highly competitive international market requires that we stand out positively and boldly both externally and in terms of service content.’

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